“Ensuring the identity felt intentional and authentic rather than referential”
The Grunge dragon
DESCRIPTION
Brand identity, and design collateral for a tea bar
PROJECT TYPE
Identity Systems Design · Packaging Design
TOOLS
Adobe Illustrator · Printer
ROLE
Concept · Packaging engineering · Visual Design
DELIVERABLES
Identity Systems · Restaurant-related collateral
PROJECT OVERVIEW
This branding concept centers on creating a restaurant identity inspired by the work of Art Chantry and the rebellious, DIY spirit of the grunge movement. The challenge was to translate Chantry’s raw, Xerox-driven, cut-and-paste typographic style into a cohesive restaurant brand built around tea, while ensuring the identity felt intentional and authentic rather than referential. Every touchpoint, from logo to menu to packaging, was designed to embody an edgy, rule-breaking personality while functioning as a unified visual system.
To achieve this, I developed a bold, metal-inspired restaurant name and created a fully hand-crafted wordmark. Instead of relying on a standard typeface, the logo was drawn by hand and intentionally distorted to echo Chantry’s gritty, collage-heavy typography. Research into his process, particularly his use of photocopy textures, pasted text, and lo-fi production methods, directly informed the visual direction. The menu was designed as an eight-page zine featuring spray paint textures, faux ripped paper, and layered collage elements. It includes categorized food sections and an “About Us” spread, and unfolds into a poster displaying the restaurant’s logo and slogan, transforming the menu into a keepsake that reinforces the brand’s DIY ethos.
To extend the system, I designed custom dielines for multiple packaging components, including a cookie carrying case, a cheesecake box, and a strawberry jam jar wrapper. Each piece incorporates visible fold and cut lines and was presented both flat and assembled to demonstrate production awareness. The packaging mirrors the zine’s spray-painted, ripped-paper aesthetic to maintain visual consistency across all brand touch points. I also created a comprehensive brand book that pays homage to Chantry’s iconic visual language while clearly defining the restaurant’s own identity system, resulting in a cohesive, immersive brand experience grounded in research and hands-on design.
